In other words, it’s a (classic) flip phone. The Boring Phone is built solely for sending and receiving calls and text messages. The transparent casing and holographic stickers of the unit seem to draw inspiration from Gen Z’s love of the so-called “Newtro” (new-retro) fashion and design. That is, phones manufactured today, but are physically reminiscent of early 2000s mobile phones.
Continued Desire to Unwind
Heineken’s decision to launch the Boring Phone comes in response to claimed research revealing that 90% of Zillennials (Gen Z and Millennials) in the UK and US admit to habitually scrolling on their phones while socializing with friends and family, checking their devices at an average of seven times each night out. The biggest distractions include checking social media (62%), work emails (36%), and playing games (30%) instead of engaging with others in the moment.
That being said, within the same survey, 32% of respondents at least admitted that they would like to switch off from their phones, specifically while on a night out. One in five (22%) already turn their phones off or leave them at home ahead of social occasions, and a further 38% say they would consider doing so.
Nabil Nasser, the Global Head of Heineken, stated, “We could all do with a break from the constant distractions of smart tech; something our research has shown is even more important to our Gen Z and Millennial consumers. At Heineken, we want to foster moments of genuine connection and help people experience the joy of true togetherness. In creating The Boring Phone, we have gone back to basics, we have dialed down the tech to help people truly connect over a beer, without any distraction from the constant buzzing and dings.”
“Newtro” Hype
As you all know already, the Boring Phone is not exactly the first to capitalize on reviving the “exciting” 2000s mobile design and functionality to send a message of internet “detoxing.” The very company it collaborated with, HMD, has been doing so since its reacquisition of the Nokia name and assets in 2014. Not to downplay the contribution of Bodega’s marketing to this partnership, of course. But HMD being one of the partners of this venture just makes so much more sense given its contribution in launching the likes of the Nokia 105, Nokia 8110, and of course, the rebooted Nokia 3310.
Heineken and Bodega will give away Boring Phone devices to revelers around the world, allowing them to disconnect, and maybe reclaim quality time with friends, family, and loved ones. According to the same press release, an app that will turn smartphones “boring” will also be launched in June, still giving a chance to those who can’t get their hands on the device to “unwind” the same way… presumably.
